CLIENT
McDonald's Pakistan
Jamil Mughal, Chief OPS/RED/SC/NPD & MKT Officer
Raza Ali, Director Marketing
Viquas Jaleel, National Manager Marketing
Hilal Mir, Divisional Manager Marketing & Communication
Abdul Rasheed, Divisional Manager - Marketing
Mujtaba Ayub, Divisional Manager - CBI
Shamail Farhat, Digital Lead
AGENCY
Manhattan Communications (Pvt) Ltd *Lead Agency
Faraz Khan, Senior Account Manager
Yasir Aslam, Associate Creative Director
Bushra Mughal, Digital Media Specialist
Muhammad Majid, Development Lead
Adeeba Khan, Chief Creative Officer
Hatif Khan, Media Planner
Tehmina Siddiqi, Director Operations
Sharjeel Ahmed, Creative Director
Rashid Sheikh, Media Director
Shahbaz Mirza, Account Director
Shumaila Firdous, Head of Digital
Asher Khan, Asst. Head of Digital Strategy
Hashmat Mirza, Creative Group Head
Kinetic Pakistan
MediaCom
SUMMARY
It was a tough year for McDonald’s due to restricted budgets, aggressive competition and price wars in the fast food business. Our strategic challenge was to attract new SEC Segments (SEC C) and people from small towns having preference for local food, without alienating the existing customer-base. We ventured into the untapped food category of street food and launched the first ever localized menu product Chapli Burger. A 360-degree campaign infused with Khyber Pakhtunkhawa cultural elements was launched with an intriguing social media stunt, ATL, BTL and Activations.
